Preparing for the Holiday Season: What Advertisers Need to Know in 2024

The holiday shopping season runs from Thanksgiving to Christmas. In 2024, it will be shortened by five days, making it the shortest in the last five years. This reduces the time available for active customer engagement and presents a challenge for advertisers.

Additionally, the compressed shopping season will further strain delivery logistics, raising shipping costs and increasing the risk of delays.

Despite this, eMarketer predicts a 9.5% growth in online sales, creating opportunities for brands ready to adapt their campaigns.

We’ve prepared insights and tips to help brands effectively utilize the remaining time and attract new customers.

Plan campaigns for all key dates of the season

A successful holiday season goes beyond Black Friday and Cyber Monday. To achieve maximum impact, it’s essential to consider the entire season and allocate your budget strategically.

For example, November 11 (Singles’ Day, which originated in China) and December 14 (Free Shipping Day) are key dates when shoppers actively respond to promotions and special offers.

Free Shipping Day sales are particularly effective, as they remind customers of approaching delivery deadlines and encourage them to make purchases before the year ends.

Turn holiday shoppers into loyal customers

December shoppers are interested in products not only for the holidays but also year-round. Therefore, it’s crucial not just to complete seasonal sales, but also to turn these shoppers into long-term customers.

This is especially important in the digital space: according to NFR data, most shoppers plan to make their purchases online.

To achieve this, actively use engaging interactions, run A/B tests, and fine-tune your targeting. These methods will help increase campaign effectiveness and personalize your approach for each customer.

We offer all the tools necessary for these strategies — from retargeting to Big Data-driven targeting.

Learn more about the opportunities on our blog.

Efficiently Allocate Your Holiday Season Budget

In the fourth quarter, advertisers use a significant portion of their annual budgets. Since CPM reaches its peak, it’s important to distribute daily budgets wisely.

We recommend splitting your expenses into three phases:

• Before Black Friday and Cyber Monday
• From Black Friday until the last shipping day
• From the last shipping day until the end of the year.

It’s best to plan your budget for New Year promotions in advance to avoid running low on funds during peak times like Black Friday and year-end sales.

Beware of the “Choice Paralysis”

Too many options can overwhelm consumers and prevent them from making a decision, leading to abandoned purchases.

According to Accenture’s survey:

• 68% of consumers experience “choice paralysis” due to information overload
• 82% leave items in their cart due to indecision
• 33% move to competitors.

With over 80% of shoppers wanting to make faster, more confident decisions, and 73% open to advice and inspiration, retailers have a clear opportunity to stand out by guiding consumers through each step of their journey.

To maximize impact, it’s important to think about all touchpoints – from advertising to online and in-store experiences.

Active shoppers are often gamers too. According to GWI research, 45% of shoppers play mobile games several times a day, making in-game advertising an effective way to reach this audience during the holiday season.

You still have time to launch your holiday campaign and see results. Check out our case studies and get in touch with us to get started today.

You can find detailed case studies on our website.

For consultations and partnership inquiries:

• Submit a request on our website.
• Email us at hello@byyd.me